Why don’t pharma companies focus on patient insights on their disease awareness websites?

I’ve got Ankylosing Spondylitis (AS), a chronic disease that causes inflammation of the joints. Sometimes it hurts like hell, yes, but here a few other things to my disease apart from pain:

• I don’t personally know anyone else who has AS
• I get a whole lot of symptoms but no one I read about on forums seems to have the same combination of symptoms as me
• I need to maintain a positive attitude and accept AS as a part of my life
• I worry that people think I am faking my disease so that I can get out of stuff
• And lots, lots more…

So what’s my point here? This blog isn’t a place for disease sufferers to air their thoughts. My point is that these are my insights about my disease. They are patient insights – small nuggets of reality for a patient that are not necessarily common knowledge to non-patients.

Consumer packaged goods marketers spend millions researching consumer insights and focus on these in virtually everything they do: online activities, advertising, packaging, product development, in store etc. But in the pharmaceutical industry this often doesn’t seem to be the case. For example, many disease awareness websites offer a medical overview of a disease but don’t contain much in the way of insights. You may get a patient story with an insight or two (this is a good start) but often you don’t even get these. I wonder sometimes how often real patients have been involved in the development of these sites.

I think pharma and healthcare is missing a trick. Well researched patient insights would make for much more relevant, engaging and useful disease awareness sites. What’s more, the patient insights are out there for the taking. The disease forums are full of them.

Blogging with your mobile

There is a real buzz around user-created content on the web at the moment. The popularity of sites like YouTube are sound testament to this. But, in order to find genuinely original material you often have to wade through a mass of lifted TV and film footage. Even if you do find the true user-created nuggets you are searching for, the talking heads and candid action rely upon people who have access to camcorders, digital cameras, or the most high-tech mobile phones.

However, as mobiles become more advanced this seems set to change. Cameras are now a fairly standard feature on everyday handsets and even video capturing facilities of a higher quality are beginning to appear, bringing the world of videography to the masses.

At the recent Internet World exhibition we spoke to someone from Moblog.co.uk, a new website which encourages people to film and take snapshots using their phones, and then share them with everyone else by uploading. Effectively it’s a blog for mobiles, hence the name!

Moblog has already been recognised by some as a useful marketing tool. Pop music group ‘Girls Aloud’ have already been documenting their day to day activities on the website, which has created much interest amongst their fans. It remains to be seen if companies will attempt to monopolise Moblog with fake user-created content designed to carry a commercial message.

John Scott

How can writing effective headlines and blurbs help visitors navigate your site?

Whether you run a public website or a secure intranet, you’re likely to use headlines to get people moving around the site and clicking through to other sections or pages. There are several reasons why it’s worth spending a little thought on them.

• As a navigation aid, explaining what the reader can expect to find when they click on the headline
• To entice the reader to click through, and use the site to the maximum
• To improve the number of hits from search engines
• To retain the design and balance of the page

But it’s difficult to measure the effect of good headlines in a systematic way, and as a result the usability gurus offering tips don’t necessarily agree in every respect. Very often, then, your judgement is based on experience and gut feeling.

Having said that, here’s some advice from Jakob Nielsen that’s worth considering:

• Headlines should be written in plain language: no puns, no “cute” or “clever” headlines
• No teasers that try to entice people to click to find out what the story is about
• Skip leading articles like “the” and “a”
• Make the first word an important, information-carrying one

And from Poynter, some tips on writing effective blurbs:

• They’re an aid to navigation, but readers only skim them
• Blurbs encourage reading and scrolling on homepages, but don’t necessarily encourage clickthroughs
• People focus primarily on the left third of the text in blurbs – get the keywords in that area

David Harbottle

Is there a place for employee participation on intranets?

Most people are aware of the buzz surrounding things like weblogs, “citizen journalism”, and even podcasting. They’re often used as examples of how the web is allowing greater participation from its users. But is there a place for any of this participation on a serious business intranet?

We’re currently looking at ways to develop plain old bulletin boards with two of our clients. The aim is to give employees a secure place where they can ask and answer questions, report the latest competitor sightings, or just sell their stereos. Such a board can be particularly useful when potential contributors are all over the world.

Bulletin boards are basic, but practical and useful. They’re a good way for companies to dip their toe in the water and start encouraging employee participation via an intranet.

At the other end of the scale, the BBC is usually cited as the organisation that’s been most adventurous in this direction (follow this link to find out how). Employees run hundreds of internal blogs, participate in dozens of wikis and thousands connect via a network called talk.gateway. Participation on this scale has its drawbacks, but it has great potential for eliciting new ideas and pushing collaborative projects forward. So there’s a huge range of possibilities from the very basic to the elaborate. And there’s a place for all of them on an intranet, as long as the aims are clear.

There’s no shortage of opinions on how best to use these evolving resources to improve communication within a business. Here’s an article asking whether or not you should allow employees to blog on your intranet. Business Week describes how business can use Wikis to replace e-mail. And here’s a list of bulletin board providers frequently used in business.

David Harbottle

Nanny state

We all remember the global furore early this year that followed the publication of the anti-islamic cartoons of Mohammed. The cartoons were orginally published in Denmark which led politicians there to trumpet the importance of freedom of speech as a fundamental building block of western society.

When it comes to images of much less explosive materials, the law in Denmark is very different however. Working on a recent project to develop a website supporting the Danish launch of a new coldsore treatment (a medical device by definition), the lawyer who was checking our content prior to launch advised us to remove a photo from the site. The image showed a herpes sufferer with a painful looking cold sore on the corner of his mouth. Apparently, images of wounds or injuries which are targeted at ordinary consumers are not to be shown for fear that they may frighten people.

There are other peculiarities in Denmark when it comes to consumer facing materials: when making product claims that are supported by clinical studies and surveys, the actual results of those studies must not be shown. We have launched the same coldsore site all across Europe, sticking to the “master template” as closely as possible. There are always legal technicalities, or even cultural norms that needed to be taken into account when rolling a site into a specific country. However, the legal review of the Danish site uncovered a lot of differences between Danish and EU law.

Dan Hawtrey